Advertising for SONY Essay Example | Topics and Well Written Essays - 2500 words

Advertising for SONY - Essay ExampleSony Company is an electronic and communications manufacturer. It is found in Tokyo Japan and recorded revenue of eighty eight billion dollars during the year 2008. The ships union offers a variety of products such as video game merchandises video items for consumption, IT products, electronics and communication devicesThese commodities are produced under the following five categories entertainment, electronics, games and financial services. Its business operations are Sony Financial Holdings, Sony Ericsson, Sony BMG Music entertainment, Sony Computer Entertainment and Sony Electronics. (Howard, 2000)One element that makes Sony stand start in the industry is its originality. The company has created standards for their products as depicted in the Betamax system of video recorders. Besides innovation, Sony is a multinational corporation. This gives the company access to a large pool of clients thus complementing sales in one country with those i n another. (Collett, 1999)The Sony marketing department seems to be getting on the wrong side of the moral divide as they have been criticised by some media critics. This was brought up by the controversial advertisements that the company has aired. One such representative was with regard to a racially charged advertisement. In addition, Sony Company failed to comply with marketing ethics by hiring a marketing critic to praise the motion of their commodities. However, this did not fare well with the real marketing critics. All these bad marketing decisions have tainted the Sony name.Sonys management has been overwhelmed by the technological changes characteristic of the electronic and IT industry. Consequently, the company has had to fire a substantial number of employees who were not familiar with new production technologies and replaced them with a fresh batch. This move has met a lot of review article from consumers. As matter of fact, some people attribute the companys declini ng quality in some of its products to this issue. (Collett, 1999)OpportunitiesThe company needs to invest in its employees. High employee turnover is infliction the companys corporate social responsibility image. On top of that, the company is compromising on the quality of the products by frequently firing their employees. The new employees who join the company whitethorn not be familiar with some of the production process. In order to curb this problem, the Sony should train its employee regularly in order to prevent these problems.ThreatsSony study threat is being out-competed by its counterpart due to a failure to adapt to technology adequately. This was seen when Sony used Immersion Companys technology to create their play localize 3 video game units. The company was forced to pay royalties to Immersion for doing this. Such kinds of approaches to technologies will harm the company in the future instead, the company should center on on developing their own formats. (Collett, 1999)Review of advertising trade name and competitorsThe adverting brand under consideration is the new online game division for Sony. Sony has a strong brand name that has placed it above other competitors such as JVC. The company dedicated a lot of time trying to come up with the approximately appropriate name for their products. There are many reasons why this name made a mark for the company. First of all, it is easy to pronounce many Japan-based companies may settle for difficult names that make it difficult for international consumers to relate to. Additionally, the brand name is easy to remember as very few companies out there have such a name. On top of that, it has the ability to attract people who may not be as well poetize with technology as others. Many electronic manufacturers use acronyms instead of full names from their brands thus repelling non-technical consumers. (Howard, 2000